微信与当代中国主流价值观话语的传播

WeChat and Dissemination of the Discourse of Mainstream Values in Contemporary China

当代中国主流价值观话语权的实现与提升离不开当代中国主流价值观话语的有效传播。本文以微信和当代中国主流价值观话语的概念界定为切入点,探讨两者的关联耦合。微信信息传播者与受众对等性强、信息传播渠道多样化有利于扩大其传播的覆盖面;微信强关系性传播,有利于增强其传播的亲和力;微信朋友圈的信息过滤机制运行、信息传播方式的生动性,有利于提升其传播的吸引力。而微信信息传播者与受众由于媒介素养不均衡,会使主流价值观话语有被娱乐化、庸俗化传播的风险;微信信息传播的超国界性、高自由度,也会加大话语传播的外部风险。微信背景下当代中国主流价值观话语要实现有效传播,一是建立微信信息传播者与受众的媒介素养全面提升机制;二是建立主流价值观话语表现形式的优化机制;三是建立以法律威慑为中心、技术操控为支撑的微信有效监管机制。

The realization and promotion of the discourse power of the mainstream values in contemporary China can not be separated from the effective dissemination of mainstream discourse. This paper takes the concept of WeChat and the mainstream values of contemporary Chinese discourse as the starting point to explore the relationship between the two. The information filtering mechanism of WeChat＇s friends circle, the vivid way of dissemination of information help enhance the attractiveness of its spreading. Because of the unbalance of media literacy, the information disseminator and audience of WeChat will bring the mainstream value discourse the risks of being entertaining and vulgarization. The characteristics of the cross-border and high de- gree of freedom of WeChat information dissemination will also increase the external risks of discourse communication. In the background of WeChat we must establish the concept of discourse power of contemporary Chinese mainstream value, establish mechanism of enhancing the audience＇s media li, eracy, optimize the mechanism to present the expressions of the discourse of mainstream values and establish the effective WeChat supervision mechanism with legal deterrence as the center and the technology control as the support.